mrs brand research conference
DESCRIPTION
These slides were originally presented at the MRS Brand Research Conference. Face's Saul Parker & Esther Garland use their Mortein co-creation as a vehicle to discuss 5 Myths about co-creation.TRANSCRIPT
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Co-creating a brand positioning in diverse markets
Saul Parker and Esther Garland, Face
research/MRS conference 09.06.11
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Tackling a mundane category to make it exciting and relevant
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Disrupting a category where everyone says the same thing…
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Across markets with markedly
different attitudes to the problem…
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With a brand at diverse stages of its evolution
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Why not leave it to the experts?
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Brands are social entities, and meaning and value are in constant negotiation
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The myths of
co-creation
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Myth 1: co-creation just reflects cultural norms
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Myth 2: consumers can’t ‘do’ revolutionary thinking
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Myth 3: consumers are not experts
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Myth 4: consumers can ‘do’ purpose but not meaning
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Myth 5: co-creation sidelines the creative experts
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Our approach
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Capitalise on folk
narrative and
symbolism
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Keep things non-linear and abstract
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Incorporate creative tasks, game playing
and story telling
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Inspire disruption and be explicit about rule-breaking
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Build in divergence
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Collaborate with agency and client experts, local and global
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What we learnt
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Consumers can teach us that things aren’t black and white
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Creative thinking can be taught, and learnt
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Disruption isn’t difficult if you build it into the
process
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Brand communication is about story-telling
and myth-making